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Is your nonprofit association considering certification? Here are some steps you should consider first.
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Steps To Making A Decision
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1. Identify the critical questions for market research for sustainability.
2. Distinguish two type of certification competition
3. Examine a readiness certification check list.
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Write down three things you
already know about
certification? Then share
with a neighbor.
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Your Turn
Am I a
certification
advocate?
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When it’s right for an
organization, I am a
certification advocate.
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If it’s not, then I’m not.
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Key question
to ask
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If you develop a certification
program, will your industry
or members look any
different ten years from now
that it does today?
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All organizations
can develop a
certification program.
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All organizations
can develop a
certification program.
But not all
organizations should.
Credentialing Jargon Primer
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Your Turn
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Good News! Bad News!
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No governmental or private
agency charged with setting
and enforcing mandatory
credentialing standards.
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Good: You are free to develop
credentialing programs when,
how and for whom you want!
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Bad - incredibly confusing for
everyone since terminology is
often applied inconsistently.
Discuss with a partner, why an
organization would want to
have a certification program.
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Your Turn
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Why create a certification program?
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standards of performance
Why create a certification program?
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Why create a certification program?
1. Assess current knowledge
& skills
2. Identify those who meet
the minimum criteria
established
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Why create a certification program?
ensure customers have
access to qualified service
providers
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Why create a certification program?
increase visibility of
profession
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elevate a profession
Why create a certification program?
Elevate a profession
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transform an entire industry
Why create a certification program?
Transform an entire
industry
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Sometimes it does none of these things
Why create a certification program?
Sometimes it does none of
these things.
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Why create a certification program?
Sometimes it is simply an
expensive program that
serves a very small portion
of an organization's target
market.
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Why create a certification program?
additional revenue stream
Increase attendance at
educational events
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Why create a certification program?
Because a competing
organization has one and
you can do it better
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Why create a certification program?
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Big Toolbox Of Options Available
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Big Toolbox Of Options Available
1. Certification
2. Certification programs
3. Accreditation
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Big Toolbox Of Options Available
4. Awards
5. Member classification systems
6. Professional development
programs
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What Are You Trying To Build?
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Your Job Is
1. If its feasible to develop and
implement.
2. Is there sufficient market demand?
4. Are your leaders and staff all on
board?
5. Do you have sufficient resources
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Your Job Is
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National Study Of Certification
launched program w/ expectation
program would be self-sustaining
in five years
Knapp & Associates & American National Standards Institute
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National Study Of Certification
Met the goal
Knapp & Associates & American National Standards Institute
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National Study Of Certification
Reported a net gain in
2010
Knapp & Associates & American National Standards Institute
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Study recommendations
You may need to subsidize the
certification program for several
years, if not in perpetuity.
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Study recommendations
1. Identify strategies that
will support sustainability
2. Determine what assets
can be leveraged to
accomplish this goal
Early in process
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Study recommendations
Marketing is a
must have!
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Questions To Ask To Create
Sustainability
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Questions To Ask To Create
Sustainability
1. What is the size and
anticipated growth of the
market?
2. What percentage of eligible
individuals intends to become
certified?
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Questions To Ask To Create
Sustainability
3. What percentage of employers
would encourage or require their
employees to become certified?
4. Which market segments are most
likely to be interested in
certification?
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Questions To Ask To Create
Sustainability
5. What are the perceived benefits of
certification and obstacles to
obtaining the credential?
6. What program features would be
most desirable to potential
candidates and employers?
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Questions To Ask To Create
Sustainability
7. How much would candidates or
employers be willing to pay for
certification?
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Steps For Decision Making
Steps For Decision Making
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1. Identify an investigatory and/or
decision-making group.
2. Determine & prioritize challenges
What types of problems
would an organization or
stakeholders have for the
organization to considering
credentialing?
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Your Turn
Steps For Decision Making
3. Determine what type of program
addresses these challenges
4. Determine program target and goals
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Steps For Decision Making
5. Consider opportunities and
obstacles
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What are some of the
obstacles that could keep
from developing a
certification program?
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Your Turn
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Barriers
i. Stakeholder resistance (certified
population, employers, etc.)
ii. iIndustry competition
iii. Creating and sustaining value
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i. Stakeholder resistance (certified
population, employers, etc.)
ii. Industry competition
iii. Creating and sustaining value
iv. Resource intensive
v. Qualified certification staff
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vi. Certification professionals
vii. Legal liability
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Steps For Decision Making
6. Identify guiding principles
7. Design program concept
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Steps For Decision Making
8. Study feasibility
a. Should we go into this certification
business
i. gathering, analyzing and evaluating information
with the purpose of answering this question
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Steps For Decision Making
8. Study feasibility
b. Market Viability
c. Financial Viability
d. Organizational Capacity
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Two Types Of Competitors
A. Direct competitors
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Two Types Of Competitors
B. Indirect competitors
i. Academic degree programs
ii. In-house training programs
iii. Professional Develop Programs
iv. Education institutions
What are some
competitive advantages to
consider when starting a
certification program?
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Your Turn
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Certification Check List
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